The Tetris Company has expanded its existing partnership with IMG in Asia to include Italy, Central Europe and Eastern Europe.

Since becoming Tetris’ exclusive licensing representative in Asia, IMG has grown the brand's lifestyle portfolio. It has extended the brand into categories including men's, women's and children's apparel and fashion accessories. This year, IMG also secured a deal with global retailers including Uniqlo. The international fashion chain created a Tetris-branded men's t-shirt as part of its The Game Classic Pixels collection.

The extension of the two companies’ agreement will see IMG and The Tetris Company continue to prioritize products in apparel, accessories, footwear, home décor and furniture. IMG will also aim to capitalize on the 35th anniversary of the classic video game title.

"The Tetris brand is having another amazing year, with the celebration of its 35th anniversary, new highly acclaimed game releases and incredible growth of lifestyle product collaborations, which IMG has been instrumental in helping us achieve," says Maya Rogers, president and chief executive officer, Blue Planet Software, sole agent for the Tetris brand. "We're very pleased to continue and grow our partnership and look forward to its continued success."